Felix Martinez, of Salinas, showed up at Best Buy in Marina to grab some deals. But he arrived later than he usually does because he feels the excitement surrounding the shopping event has disappeared.

"I used to do Black Friday every year, and it was a tradition," Martinez said. "I would get up at 3 in the morning and get over here and wait a couple of hours. But they took the fun out of black Friday, I used to have fun with it."

Steve Maxcy, Best Buy's store manager in Marina, said the company changed its hours to adjust to consumer's changing shopping habits.